MADE FOR HEALTH

This rebranding and expansion project centered around transforming the Livestrong Foundation from a struggling cancer charity into a revitalized lifestyle brand called Live. By moving away from the original association with controversy and refocusing on a mission of life, balance, and growth, the new brand inspired resilience and holistic health. Through fresh messaging and a broadened focus, Live emerged as a brand speaking to happiness, inner harmony, and a life well lived.

CHALLENGE + SOLUTION
The challenge was to breathe new life into a brand once overshadowed by its controversial founder and refocus it on a universal mission of healthy living. By rebranding Livestrong to Live, the foundation shed past limitations and embraced a new vision. This name change set the tone for a fresh start, supported by the creation of 18 entirely new branded products, services, events, and environments—all designed to foster resilience, hope, and personal growth. The result was a unified, forward-looking brand that empowered individuals to recognize their inner strength and thrive, reminding them that every setback can be a stepping stone to greater well-being and health.